Reviewed by Lenny Talarico

Willard, R. (2009). The Sustainability Champion's Guidebook: How to transform your company. New Society Publishers, Gabriola Island, B.C. 130p.

The hard facts of climate change and diminishing natural resources should engage anyone who has a stake in the future of our planet. But even in the face of a looming crisis, sustainability champions who hold sway in the business world ought to be armed with a lobbying strategy that is tactful, diplomatic and, above all, sensitive to the norms of corporate politics. Otherwise, argues author Bob Willard, business leaders who are not already on board with the green movement will not listen.

In The Sustainability Champion’s Guidebook, Willard outlines the principles of effective leadership that will help sustainability champions transform their companies before it’s too late. Writing with 34 years of corporate experience, Willard is acutely aware of the entrenched values and practices of the business world. Rather than strategizing to undermine those fundamental beliefs, he argues that the best approach to provoke change is to “focus on transforming unsustainable corporate behaviors,” allowing cultural norms and assumptions to follow naturally.

The book is written for sustainability intrapreneurs—champions of environmental sustainability that seek to influence businesses that they already work for. Willard describes a determined, yet measured approach to inspiring a green vision. He advises that while there may be compelling environmental reasons for urgent changes in corporate practices, the case for sustainability must be framed in a language that senior executives are receptive to; for instance, “concern for the future of profitability” translates better than “concern for the future of the icecaps.” By couching the benefits of sustainability in economical terms, the intrapreneur stands a better chance of effecting change.

Willard also stresses the importance of humility and open-mindedness. Few people enjoy being lectured to, but high-level management is especially adverse to an authoritative tone. That’s why effective communication is better served by dialogue. Willard emphasizes the importance of understanding and responding to the concerns of others. After all, if sustainability champions intend to recruit support for their cause, they must be willing to accommodate the concerns and interests of different people.

This kind of sensible, pragmatic approach is highlighted throughout the book, under four seven-point sections: “The Seven-Step Change Process,” “Seven Practices of Sustainability Champions,” “Seven Paradoxes to Use” and “Seven Derailers to Avoid.” Each point is relegated to a succinct one-page summary, complemented by a figure on the opposite page—usually a visual representation of an abstract idea in the form of a complex Venn diagram or flow chart.

As indicated on the back cover, The Sustainability Champion’s Guidebook is the how to achieve sustainability, not the why. In essence, the book deals with rhetorical strategies that effect change in the business world: how best to project yourself, to frame your ideas and to inspire change in others. In fact, much of the book could be removed, unaltered, from its context of sustainability and still be a useful model for effective business communication.

For instance, chapter 2, “The Seven-Step Change Process,” outlines general, but important, stages in lobbying for change. For each step, from ‘Wake Up and Decide’ to ‘Embed and Align,’ Willard concisely crystallizes the development and implementation stages of a compelling vision. Such methodology is not uniquely tailored for sustainability championing; nevertheless, for those seeking to instigate environmental change, it is certainly relevant.

Willard realizes that good ideas will not spread by their merit alone. It is imperative that they be packaged and presented well, because ultimately, the struggle for a sustainable future will be won or lost in a battle of ideas. While legal sanctions, carbon taxes, and other proactive measures are important, forcing change is itself not a sustainable solution. Instead, it is critical that industry leaders be persuaded to make their businesses environmentally sustainable. For that reason, sustainability champions, communicating change according to the kind of guidelines Willard proposes, may be the most vital players in securing a livable future.

One of the most compelling chapters in the book is that focused on the “derailers” to avoid. Click here to read the chapter.

Lenny Talarico is an editorial intern with Green Business.

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